Job Description
The Director, Digital Demand Generation is a senior leader within the Digital Marketing Center of Excellence, accountable for defining and governing BD’s global demand generation capability. The role sets the worldwide strategy and operating model for lead capture, scoring, routing, nurturing, and sales qualification – orchestrating consistent execution across all Businesses and Regions while maintaining the flexibility required to accommodate local market realities.
Reporting to the VP, Global Head of Digital Marketing, this leader is BD’s global authority on digital demand management. They design and govern the end-to-end Lead Lifecycle Framework – from initial capture through to sales acceptance and performance feedback loops – anchored in automation, AI, and standardized processes. The role drives measurable improvements in response times, conversion rates, pipeline velocity, and cost-to-serve, directly impacting revenue growth and customer experience across the enterprise.
The Director partners closely with Marketing Technology and Technology Delivery Services (TDS/IT) teams to shape platform roadmaps and drive global standards and adoption, while platform ownership remains with Marketing Technology. It also partners with the Marketing Data & Analytics team on end-to-end measurement against Demand Generation KPIs. The role requires occasional global travel (10–15%) to build alignment and drive adoption across BD’s international markets.
The Director, Digital Demand Generation owns BD’s global demand generation strategy and operating model end-to-end. This leader architects the Lead Lifecycle Framework – defining scoring models, routing logic, persona-based nurture programs, and global KPIs and benchmarks – and ensures full-funnel visibility through dashboards that tie directly to commercial outcomes. By harmonizing process and elevating platform usage across Marketo, Salesforce, and adjacent martech, the role accelerates opportunity creation and elevates the buyer experience at scale.
This is a role that demands equal parts strategic authority and organizational influence. The Director will be as credible setting global demand standards in an enterprise forum as they are coaching a BU marketing team through funnel remediation or partnering with Sales leadership on qualification alignment. They balance standardization with genuine empathy for local realities, and bring the commercial mindset, humility, and curiosity required to drive lasting behavioral change across a complex, federated organization.
Success in this role will be demonstrated through:
Standardized global lead lifecycle and KPI definitions adopted consistently across priority BUs and Regions.
Material reduction in time-to-first-touch and SLA leakage across the demand funnel.
Demonstrated uplift in qualified pipeline volume and conversion efficiency.
Strong BU and Sales leader advocacy for the global demand model.
Primary Responsibilities & Duties
1. Global Demand Strategy & Operating Model
Define and own the global digital demand generation strategy, setting the operating model, governance structures, and lead lifecycle definitions that are adopted consistently across all BUs and Regions.
Establish BD as a performance-led demand organization – setting the standard for how marketing-generated demand is captured, developed, qualified, and converted into commercial pipeline.
Own global KPI and benchmark definitions for the full demand funnel, including time-to-first-touch, pick-up SLAs, SAL/SQL conversion, and recycle performance, ensuring enterprise-wide visibility through dashboards tied to commercial outcomes.
Define investment priorities for demand generation capabilities and make the case for resourcing to senior leadership.
2. Lead Lifecycle Design & Performance
Architect and continuously evolve BD’s Lead Lifecycle Framework – encompassing scoring models, routing logic, persona-based nurture programs, and qualification and acceptance criteria – ensuring it is fit for purpose across diverse business models and markets.
Drive full-funnel measurement of demand performance, ensuring consistent visibility into velocity, conversion, leakage, and SLA adherence across BUs and Regions.
Lead global growth in qualified lead volume by optimizing capture mechanisms, expanding high-performing acquisition channels, and partnering with BUs and Regions to scale proven plays and correct underperformance.
Identify funnel breakdowns proactively and partner with BUs and Regions to drive targeted return-to-green action plans, tracking recovery against defined milestones.
3. Automation, AI & Continuous Optimization
Advance BD’s use of automation and AI across the demand generation engine – including AI-assisted lead triage, predictive scoring, intent-based routing, and continuous performance improvement frameworks.
Define and drive the application of personalized, intent-driven engagement approaches that tailor outreach to individual buyer needs and signals across the lifecycle.
Embed a culture of experimentation and data-driven optimization across demand programs, continuously testing and iterating on channel mix, content, audience, and messaging to improve performance.
Partner with the Director AI for Marketing on delivering AI initiatives across the demand funnel.
4. Account-Based Marketing
Establish and own the global Account-Based Marketing (ABM) strategy, process, and capability – defining standards, selecting technology partners where required, and driving adoption across BUs and Regions.
Build ABM into the core of BD’s demand model, ensuring it is integrated with lead lifecycle management, Salesforce, and Marketo, and that performance is measured consistently against defined commercial outcomes.
Partner with BU commercial and sales leaders to identify target account sets, align on engagement strategies, and track ABM contribution to pipeline and revenue.
Lead the strategic evolution from Account-Based Marketing toward Person-Based Marketing (PMB), developing the identity resolution, intent data, and individual-level activation capabilities needed to engage specific buyers within target accounts with precision and scale.
5. Brand-to-Demand & Integrated Demand Programs
Integrate always-on brand activations into the demand engine to accelerate lead creation and improve conversion performance across the funnel, ensuring brand and demand investments are mutually reinforcing.
Partner with content, campaign, and channel teams to develop integrated demand programs that connect awareness, consideration, and conversion in a coherent buyer journey.
Ensure demand generation strategies are informed by deep buyer insight – translating customer understanding into optimized engagement models that reflect how BD’s buyers actually behave.
6. Platform Partnership & Martech Integration
Partner strategically with Marketing Technology teams and TGS to shape the martech roadmap, ensuring platforms – including Marketo, Salesforce, and adjacent tools – are configured, integrated, and evolved to support the global demand strategy.
Serve as the business owner and demand generation authority in platform governance forums, defining requirements and driving adoption of global standards while platform ownership remains with Marketing Technology.
Ensure data quality, integration, and process compliance across the demand technology stack, working with Martech and TGS to resolve issues that impact funnel performance.
7. Global Adoption & Change Management
Own the global adoption strategy for the Lead Lifecycle Framework – designing and executing enablement, training, and change management programs that shift how Marketing and Sales operate together across the enterprise.
Build followership and engagement across a federated organization by articulating the value of global standards clearly, co-creating solutions with local stakeholders, and demonstrating empathy for market-specific realities.
Govern adherence to global demand standards through enterprise forums and KPI transparency, intervening constructively where performance or compliance falls short.
8. Senior Stakeholder Engagement & Commercial Alignment
Serve as BD’s senior representative on demand generation in cross-functional forums, proactively shaping how BU, Regional, and Sales leaders think about lead management, funnel performance, and marketing-sales alignment.
Build trusted, senior-level relationships with BU Marketing, Sales leadership, Marketing Technology, and Digital teams – navigating competing priorities and constructive conflict with clarity, conviction, and commercial credibility.
Communicate demand generation strategy, capability progress, and funnel performance to VP-level and above, articulating business impact with confidence and precision.
9. People Leadership & Team Development
Lead, develop, and inspire a high-performing demand generation team, with full accountability for hiring, performance management, engagement, and professional growth.
Build the organizational capability of the team over time – defining the skills, structure, and ways of working needed to deliver the global demand agenda as BD’s ambitions evolve.
Foster a team culture defined by commercial accountability, analytical rigor, and a genuine bias for collaboration and impact.
Manage external agency and technology partner relationships where relevant, ensuring quality of delivery and value aligned to BD’s demand generation objectives.
Skills and Competencies
Enterprise demand generation leader with a proven ability to define and execute a global strategy that drives measurable commercial pipeline and revenue outcomes.
Deep expertise in lead lifecycle management – scoring, routing, nurturing, qualification, and sales acceptance – across complex, multi-BU enterprise environments.
Advanced practitioner in ABM strategy and execution, with experience selecting technology partners and scaling ABM programs across diverse market contexts.
Strong command of Marketo and Salesforce ecosystems, with the ability to define business requirements and influence platform evolution in partnership with technology teams.
Sophisticated analytical and commercial acumen – able to design KPI frameworks, interpret funnel metrics, conduct attribution analysis, and translate data into executive-level strategic narrative.
Proven change management capability – experienced in leading large-scale behavioral and process change across federated organizations, with the ability to design adoption strategies that sustain performance uplift over time.
Exceptional enterprise influence and executive presence – able to navigate competing priorities, manage constructive conflict, and build followership across BUs, Regions, Sales, and Digital teams without direct authority.
Customer-centric mindset – able to translate deep buyer insight into engagement models and demand programs that reflect how customers actually make decisions.
Experienced people leader with a track record of building high-performing teams and developing analytical and marketing talent.
Comfortable operating at both strategic and executional levels – able to set enterprise direction and engage at the detail level when performance or delivery requires it.
Education, Qualifications and Experience
Bachelor’s degree required; Master’s degree in Marketing, Business, or a related discipline preferred.
10+ years of progressive experience in demand generation, marketing operations, or ABM, with significant global enterprise exposure.
Demonstrated track record of defining and delivering a global demand generation strategy with measurable commercial pipeline impact.
Expert-level experience with lead lifecycle management, marketing-sales alignment, and funnel performance optimization in a complex, matrixed organization.
Deep expertise in Marketo and Salesforce ecosystems, including lead management architecture, scoring models, and CRM integration.
Proven experience leading large-scale change management and global adoption programs across diverse regional and business unit stakeholders.
Experience with Account-Based Marketing at enterprise scale, including technology selection and cross-functional program delivery.
Regulated industry B2B experience – med-tech or life sciences strongly preferred.
Demonstrated success building and leading global demand generation teams across multiple disciplines.
At BD, we are committed to supporting our associates’ well-being, development, and success through a performance-based culture. For this position, BD offers a competitive compensation package along with the following benefits specific to this role:
Health and Well-being Benefits
